How to Win with Houzz &

Get Leads for Your Business

March 26th, 2014 Webinar Presented by: Chris Marentis

Overview

1. Getting Started 2. Showcasing Your Work3. Engaging with Users 4. Taking Advantage of the Reviews Feature5. Increasing your Visibility on Houzz6. Charting Your Success7. Introducing Houzz’s Newest Feature: Site Designer8. Review

------Common Question------How do I find prospective clients

in my local area on Houzz?

------Common Question------How can Houzz add to my online marketing efforts?

Why Houzz Matters to You:Houzz is great at reaching U.S. homeowners who are actively working on Home Improvement projects. 

“Find a Pro” Section: Connects homeowners with local Pros.

Essential Equation: Images + Indexibility = Homeowners can find your photos & profile in Google Search!

The Time is Ripe to...

Create a Houzz profile &

Optimize it for local leads

Renovation in America, Findings from the 2013 Houzz & Home survey

Most Projects Exceed Homeowners Initial Budget:

Renovation in America, Findings from the 2013 Houzz & Home survey

Renovation in America, Findings from the 2013 Houzz & Home survey

Renovation in America, Findings from the 2013 Houzz & Home survey

Claim your Listing

Chances are you're already on Houzz -

Claim your profile. 

Getting Started: Setting up a business profile Sign up for a professional profile & fill it out completely.1. Location & Address fields: use an address that matches your targeted geographic

area.2. Photo: Upload a high resolution photo that fills the entire frame provided (square or

portrait work best, not landscape). Tip: Use a photo of you or the whole staff to help you build personal relationships with other users, 2nd best choice is to use your company logo.

3. Description Area: Write a quality business overview & list all of your services and/or product categories. Be sure to incorporate keywords.

Contacts can message you

directly

Showcase your work: Ideabooks 

Tip: Gain more exposure by having

your work featured in other houzz user

ideabooks.

Food for Thought: Think of your ideabooks as online portfolios that you use to highlight your completed projects – use your best

photos and stage your photos when possible.

Optimize Your Images!

Optimize Images for Search:• Fill the keyword section with multiple keywords that describe each image ex. dentil molding, cherry red paint, stucco ceiling • Add backlinks to your website, group by best category & style• Include the city name a project was completed in to rank locally• Keywords help you appear in Google search results to drive even more traffic to your Houzz profile

Optimize Images for Sales: • Include detailed notes about each product and project you post

View of a business from

Google

Ideas for Ideabooks

Example Ideabook

Goal: To sell new line of windows

Solution: Create an ideabook around "sunny kitchens" with cheerful colors and patterns to complement your windows + blinds/ curtains, furniture, and home accessories. Don’t forget to tag your windows in the images!

Remember that credit for your photos

always goes back to you

Other ideas… Show off a series of images of a completed project Create an Ideabook around a color palette (ex. Tuscan Tiles) Center an Ideabook around 1 of your businesses’ products (Decorative Carved

Door)

Photo Checklist 1st and foremost: Upload quality high-res images that

homeowners will want to add to their personal ideabooks (their collections of images of projects they like, want to replicate, and that inspire them to create their dream house.)

All images should be a minimum of 1000 pixels wide Make sure you ask clients before posting photos of their

homes Only upload images for which have the copyright or are

licensed to use

Tag & Make it Count

Tag elements in photos with a product description and link back to your website so users can request

quotes.

Tags are an essential part of building your presence & ranking!

Participate in Discussions

Basic Social Tips: Follow other Houzz users including vendors you use, partners, and

professionals whose work complements your own (ex. You do exterior remodeling follow landscapers, awning vendors, pool installers, etc.)

Maintain your account & respond promptly to any questions you are asked directly

Keep an eye out for discussion questions you can answer & write a response immediately

Start Discussions: Post before and after pictures from a project (but do not include these in your

own profile) Write a summary of your latest blog and include a link to it

Keep Improving your profile: Do competitive research: Follow other pros in your industry to see what they’re

posting

Use the phone app on the go so you can keep up with discussions and answer questions when you are away from your desk

Tip: Be sure to include images from other Houzzers

in your ideabooks

Advice Section: Connect with homeowners by responding to their project questions.

Pro-to-Pro (inside Advice Section): Ask other Pros project questions, share knowledge, & collaborate.

Must-Use Area of Houzz

The Power of Personal Recommendations

Send Review Requests directly from Houzz

Here's how:

1. From your profile, Click the Request Reviews button.

2. Enter an email address & write a custom message (avoid using the default message).

Social proof is one of the most influential deciding factors for prospective clients looking for home improvement professionals. TIP: Encourage past customers to

post reviews (ideally right after a job is completed)

Drive Traffic to Your Houzz Profile

Social Post links to your Houzz photos on Facebook, Google+, and Twitter Add a Houzz app tab page to your website Print Add your Houzz Profile name to your business card and other print collateralEmail E-mail your Ideabooks to clients, prospects, and staff directly from Houzz

Website: Embed Ideabooks into your website Host a Houzz badge on your website Include a link to your Houzz account on your website

App Tab

Chart Your Success

Houzz analytics (Pro+ Program feature):

Houzz’s metrics dashboard gives real-time insight into how your photos on Houzz are performing

Specific Data Tracked: Total number of photo impressions Number of photo clicks Click-through rates Add rates (how many houzzers have saved a photo to their

Houzz ‘ideabooks’)

What you get: Data insights on how homeowners are responding to your profile and content

How it helps: Enables you to make adjustments and improve your Houzz presence so you can increase your local exposure and draw in homeowners looking for your services

Marketing Opportunities & Houzz’s Algorithm

The number & quality of photos in your profile The number of questions you've answered If you have a Houzz badge on your website If you have reviews from past clients or professionals you’ve

worked with How active you are on the site

Factors that determine your Houzz ranking:

Badges:

Houzz Ads & Marketing Tactics

Paid Marketing: Ads appear in the "feed" as every even listing (2,4,6) Local exposure under “Find a Pro”

Unpaid Marketing Opportunities: Best of Houzz Badge: Business users with 1+ client reviews posted within the

last year are in the running. A “Best of Houzz” on your profile serves as testament to your reputation.

Increase your profile ranking by being active on Houzz

Takeaway: make sure you are constantly active posting photos, Ideabooks, suggestions, etc. But if you find that one of your competitors is above you in the feed, you might want to consider jumping into the ads

means paid

Site Designer

Site Designer: free website design and publishing tool for home professionals

Home professionals can now use their own custom domain for their Site Designer-created website

Site Designer automatically pulls and updates content, including project photos, your business description, reviews and awards, directly from a professional's Houzz profile, creating a ready-made website in minutes.

Enables you to simultaneously manage both your Houzz profile and Houzz website  

 

Summing it Up!

1. Create a profile, fill out every section, and optimize it for your services and location

2. Upload and organize your best project photos into Ideabooks

3. Connect with users to find prospects and grow your Houzz reputation

4. Ask past clients to post reviews to your Houzz profile

5. Optimize your account according to Houzz’s algorithm

6. Optional: Track analytics (Houzz Pro+ User feature)

7. Optional: Create a Houzz Website

Talk to Us

Chris Marentis is the Founder and CEO of Surefire Social. With over 25 years of experience leading traditional and interactive marketing businesses, Chris is a leader in helping businesses use new technology to enable dramatic growth. Need help or want to find out more?

Come see us to get your FREE Online Visibility Checkup now at www.surefiresocial.com or call 888-804-8685

Who is Surefire Social? Surefire Social delivers personal, comprehensive strategies for effective local Internet marketing. www.surefiresocial.com

To learn more about our Houzz, visit us @www.surefiresocial.com/marketing-solutions